The findings were described as “surprising” after campaigns target women as main consumers

The survey has left prosecco makers scratching their heads as many use women as their target audience during marketing campaigns.

Stefano Zanette President of the Consorzio told The Drinks Business: ''Women are known to be the larger buyers of wine in the UK, as many include wine within the weekly grocery shop, but our research shows that when men are the primary food and drink buyers in households, they show a greater propensity to choose Prosecco.''

“Much of the marketing for Prosecco has been targeted at women, so these results are doubly surprising, and we will be conducting further research to establish in more detail our target drinkers by age and lifestyle.”

The research also found that consumers of Prosecco have an average annual salary of £45,000 and 52 per cent of them live in England.

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